Chicago — Perfetti Van Melle North America, Inc. is embracing the many ways consumers have come up with to use Mentos — from bathing in a tub of mints to using them in smoothies — and making it the cornerstone of a social media campaign to remind everyone the product is made for eating.
Today the candymaker debuted a music video from the viral video duo The Gregory Brothers that gives a nod to all the quirky things people have done with the product, while reminding viewers the mints are made for chewing. The campaign was developed by independent creative agency Highdive.
“We really wanted to pay homage to the fact that the iconic Mentos mint has been enjoyed in many different, fun and comical ways over the years,” says Craig Cuchra, vice-president of marketing for the company. “We’ve loved seeing how people have used their creativity with Mentos Chewy Mints, but at the end of the day they really are made for refreshing chewing and this music video tells that story perfectly.”
The music video features user-generated content from across the web showing a myriad of ways people have used Mentos Chewy Mints. It shows social media influencers such as @alispagnola and @inaecakes making fine art with Mentos, using them in science experiments and even “cake-ifying” the product.
The Gregory Brothers sing about all the unexpected uses for the mints with a chorus of, “‘”ohhhh it’s true! Mentos were made to chew!” The video is being shared by The Gregory Brothers, the content creators, and the brand on TikTok, Instagram and YouTube.
“The Mentos brand has some serious nostalgia and we felt that The Gregory Brothers were the perfect viral video sensation to bring this catchy song to life,” says Chad Broude, co-founder and co-chief creative officer at Highdive. “We think this song will ignite some ideas and memories about Mentos Chewy Mints and inspire people to do some chewing, and maybe a little doing.”